Lately I've been reading more results from surveys about mobile marketing strategies for retailers. When asked how much of their budget they set aside for mobile marketing strategies, just over one-third (36 percent) said that they had included some resources for it.
Another interesting item in the survey results was that of the retailers who had a plan to use mobile marketing in their business: it amounted to less than 10 percent of their overall marketing strategy. Larger retailers are more likely to invest in mobile marketing, and I suppose that makes sense.
They have more resources to spend on their marketing efforts and the smaller retailers will wait to see how the bigger players fare before deciding whether to follow suit. I'm not sure this this the best approach, though; sales numbers from Black Friday and Cyber Monday point to large numbers of consumers who are ready and willing to use mobile devices to track down bargains and to buy items without necessarily having to visit a brick and mortar location to do it.
Smaller retailers may not have the luxury of waiting it out to see what their larger counterparts are doing before deciding to implement a mobile marketing strategy. Shoppers are ready and waiting to buy now, and this is not just a fad that will go away. I say retailers of any size need to develop a plan now.